Ella Williams, 29, from Manchester, grew up playing football but dropped out at age 15 due to body confidence struggles and a desire to fit in socially. Years later, while recovering from a difficult experience, she returned to football training to support her mental health, discovering renewed strength, confidence, and purpose. Her revived passion led to a career in player welfare at Manchester City and a role coaching grassroots football.
From personal struggle to social enterprise
After learning that 43% of teenage girls drop out of sports, Ella recognised her own story in the data and witnessed firsthand how sports boosted young girls' confidence. Driven to make a lasting impact, she left her job to found Our Goal, a community interest company dedicated to providing safe, empowering physical activity experiences for girls.
Since founding Our Goal in 2023, Ella has partnered with local Manchester universities and colleges to train "Move Mentors" and created paid and voluntary opportunities for 16 young people. Her team delivers physical activity and mentoring programs in primary and secondary schools across low-income areas, including Old Trafford, Stretford, Wythenshawe, Partington, and Hulme. She offers free sessions, primary school leadership training, and targeted interventions for disengaged secondary school students.
Measurable impact and recognition
Our Goal has reached over 800 girls and generated an estimated £574,864 in social value. By creating supportive, judgment-free environments, the programs significantly boost mental health: 85% of participants report improved physical fitness and 69% experience higher overall well-being. Ella uses physical activity as a tool to help girls build resilience, overcome self-doubt, and embrace their physical strength. Her inspiring work led her to host a session at the 50th Anniversary Garden Party at Buckingham Palace, where she met His Majesty The King.
Ella says: "I've designed our sessions to prioritise wellbeing. I aim to create safe, supportive environments where girls can be active without pressure. By breaking down some of the barriers girls face to being active, such as fear of being judged and not feeling confident, conversations often flow more easily. Many of the girls I work with use it as a time to share what's on their minds as well as gain confidence and build skills."
A powerful tool for resilience
"Physical activity isn't a magic trick that can fix everything, but it is a powerful tool in building stronger, more resilient young people. For many girls, being part of a team or understanding and embracing their physical strength is a big step in feeling better in themselves—both mentally and emotionally," she adds.
In 2026, The King's Trust celebrates its 50th anniversary, alongside 25 years of the Pride of Britain King's Trust Young Achiever Award. For 25 years, the Daily Mirror's Pride of Britain Awards with P&O Cruises and The King's Trust have honoured extraordinary young people who embody the strength and spirit of the UK. Since its founding, the Trust has supported more than 1.3 million young people in transforming their lives. Ella Williams is one of this year's standout finalists.
